Search Term Analysis

Author: Kadence 

Last Update: 2026/04/19

 

Introduction

 

When to Use This Report

Pull this report when you need to look beyond simple clicks and understand the true intent of your shoppers:

• Map the "Research" Phase: Shoppers usually start broad (e.g., "Running Shoes") and end specific (e.g., "Brand X Size 10"). AMC shows you those broad terms that started the journey so you can own the category early.

• Optimize Bids by Placement: We link search terms to specific ad placements. You can finally see which keywords actually deserve a high "Top of Search" bid multiplier based on real conversion data.

• Identify "High-Visibility" Terms: Find keywords where your ads are getting high impressions but low clicks. This helps you identify where your creative or price point might not be resonating compared to the search intent.

 

How to Use It

The dashboard is split into two main analytical modules to help you visualize performance and discover related terms.

1. The Performance Bubble Chart This section visualizes your top-performing search terms.

• The Visuals: The size of the bubble represents search volume. Terms closer to the top-right corner indicate the best overall performance.

• The Table: Below the chart, use custom columns to pull in exclusive AMC metrics like Add to Cart (ATC), Detail Page Views (DPV), and Subscribe & Save (SnS) metrics to see exactly how a keyword drives funnel progression.

2. Related Search (The Word Cloud) This module analyzes "consecutive search behavior"—showing you the other terms a shopper types into the search bar during the same day they saw your ad.

• Discover Category Overlap: If you sell Vitamin D3, use this to see what other supplements your customers are interested in. You might find that your D3 shoppers are also searching for "Magnesium" or "Vitamin K2," signaling a perfect opportunity for a new bundle or a cross-sell campaign.

• Identify Direct Competitors: By filtering for your brand name, you can see which specific competitor brands shoppers are searching for immediately after seeing your products. This tells you exactly who you are being compared to in real-time.

• How to use it: Enter a core term (like your brand or a main product) in the filter. The word cloud will visualize the most common related terms. The larger the word, the more shoppers are searching for it alongside your primary term.

 

Strategic Scenarios

 

Goal	What to Look For	Strategic Action
Bidding Optimization	Keywords with high UV but low sales at specific placements.	Lower bid multipliers for placements where a keyword is "visible" but not converting.
Competitor Conquesting	Your brand name in the filter, competitor names in the "Related Search" cloud.	Identify which competitors are most frequently compared to you and target their top terms.
Subscription Growth	Search terms with a high SnS UV.	Move budget toward keywords that drive long-term subscribers, not just one-time buyers.

 

Glossary

Type	Term	Description
Dimension	Search Term	Content entered by Amazon users in the search box
	Targeting	Keywords, ASIN, or product categories targeted in ad settings
	Match Type	Matching rules of targeting in ad settings
	Placement	Ad placements in different positions on Amazon
	Related Search	Search terms a user searches simultaneously
Metrics	UV	Unique Viewer
	Impressions	Number of impression events
	Search UV	Deduplicated number of searched users
	Total Correlation UV	Number of users who searched both search terms
	Click-throughs	Number of click events
	Click-throughs UV	Deduplicated number of click users
	Total DPV	Number of detailed page view events
	Total DPV UV	Deduplicated number of detailed page view users
	Total ATC	Number of add-to-cart events
	Total ATC UV	Deduplicated number of add-to-cart users
	Total Purchase	Total Purchase
	Total Purchase UV	Deduplicated number of purchase users
	Total NTB Purchase	Total New-to-Brand Purchase
	Total NTB Purchase UV	Deduplicated number of new-to-brand purchase users
	Total Product Sales	Total revenue from product sales
	Total NTB Product Sales	Total revenue from new-to-brand product sales
	CTR	Click-through Rate (total_click/total_impression)
	CTR UV	Unique Click-through Rate (total_click_uv/impression_uv)
	Total DPVR	Detailed Page View Rate (total_dpv/total_impression)
	Total DPVR UV	Unique Detailed Page View Rate (dpv_uv/impression_uv)
	Total ATCR	Add-to-Cart Rate (total_atc/total_impression)
	Total ATCR UV	Unique Add-to-Cart Rate (atc_uv/impression_uv)
	Total NTB PR	New-to-Brand Purchase Rate (total_purchase_ntb/total_impression)
	Total NTB PR UV	Unique New-to-Brand Purchase Rate (purchase_uv_ntb/impression_uv)
	Total PR	Purchase Rate (total_purchase/total_impression)
	Total PR UV	Unique Viewer Purchase Rate (purchase_uv/impression_uv)
	Total ATV	Average Transaction Value (total_product_sales/purchase_uv)

Video Tutorial